For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Lesson 17th March: Behavioral Dimensions of the Consumer Market

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill When you finish this chapter, you should 6-2 Objectives 1. Understand the economic- buyer model of buyer behavior. 2. Understand how psychological variables affect an individual’s buying behavior. 3. Understand how social influences affect an individual’s and household’s buying behavior. 4. See why the purchase situation has an effect on consumer behavior. 5. Know how consumers use problem-solving processes. 6. Have some feel for how a consumer handles all the behavioral variables and incoming stimuli. 7. Understand the important new terms.

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill A Model of Buyer Behavior 6-3 Purchase Reason Time Surroundings Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Psychological Variables Family Social Class Reference Groups Culture Social Influence Problem-Solving Process Person Does or Does Not Purchase (Response) Marketing MixesAll Other Stimuli Person Making Decision Exhibit 6-1

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill 6-4 The PSSP Hierarchy of Needs Physiological Needs Safety Needs Social Needs Personal Needs

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill 6-5 Drive Cues Response Reinforcement The Learning Process

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Lifestyle Dimensions Opinions Interests Activities 6-6

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Exhibit Social Class Dimensions 1.5% 32% 12.5% 38% 16% Lower-middle class Upper-middle class Upper-class Lower-lower class Upper-lower (“working”) class

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Exhibit Reference groups/opinion leader REFERENCE GROUP – PEOPLE TO WHOM AN INDIVIDUAL LOOKS WHEN FORMING ATTITUDES ABOUT A PARTICULAR TOPIC OPINION LEADER – A PERSON WHO INFLUENCES OTHERS (EACH SOCIAL CLASS AND AGE GROUP TENDS TO HAVE ITS OWN OPINION LEADER) CULTURE – BELIEFS, ATTITUDES AND WAYS OF DOING THINGS

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Family as a Purchasing Unit Úplné rodiny = mother-and-father families Neúplné rodiny = single parent families Nerodinné domácnosti = unmarried couples Domácnosti jednotlivců = singles 6-8

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Purchase Situation Social Influences Psychological Variables Need-want Awareness Information Search Set Criteria Decide on Solution Purchase Product Routinized Response Postpone Decision Postpurchase Evaluation Response Feedback of information as attitudes Person making decision Marketing mixes All other stimuli Exhibit The Consumer Problem Solving Process

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Types of Buying Decisions Complex Buying Behaviour Dissonance- Reducing Buying Behaviour Variety- Seeking Behaviour Habitual Buying Behaviour High Involvement Significant differences between brands Few differences between brands Low Involvement Expensive Risky Infrequent Self-Expressive Low cost Low risk Frequent

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill The Adoption Process Awareness Interest Evaluation Trial Decision Confirmation 6-11

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill 6-12 Relating the Processes Problem-solving steps 1. Becoming aware of or interested in the problem 2. Gathering information about possible solutions 3. Evaluating alterative solutions 4. Deciding on the appropriate solution 5. Evaluating the decision Adoption process steps Awareness and interest Interest and evaluation Evaluation, maybe trial Decision Confirmation Learning steps Drive Cues Response Reinforcement

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Adoption of Innovations Percentage of Adopters Time of Adoption Early Late Innovators Early Adopters Early Majority 2.5% 13.5% 34% 16% Laggards Late Majority

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Cultural Culture Subculture Social Class Social Household type Reference groups Roles & status Psychological Motivation Perception Learning (memory) Beliefs & attitudes Personality & self-concept Personal Age & lifecycle stage Occupation Education Economic situation Buyers’ responses Product service & category selection Brand selection Reseller selection Purchase timing & repurchase intervals Purchase amount Marketing programs Marketing objectives Marketing strategy Marketing mix Environmental influences Economic Technological Political Consumer BUYER DECISION PROCESS Lifestyle Experiences Behavioural Influencers